Real Estate Cold Calling Scripts: 14 Tips To Wow Leads

Real estate cold calling scripts have been used by agents since … well, since the dawn of the industry, to be honest.

Contacting leads, past clients, and referrals used to be an entirely “outbound” marketing strategy where agents had to hope they were contacting prospects at the right time.

Thanks to modern marketing technology, real estate professionals have more insights than ever into whether someone is ready to sell or buy a home. Now that agents have the ability to track website visitor behavior, here’s what the new cold calling model looks like:

You know who your top leads and clients are — those who may become clients for the first time, or again.

When it’s the right time (based on your lead nurturing activities), you get them on the phone to confirm their interest.

You make “the ask” to those who appear ready to buy or sell— and mark those who aren’t for followup.

Nowadays, cold calling is less a numbers game, and more a savvy way to convert new clients.

However, as with old-school client conversion, modern real estate cold calling scripts take work and practice to nail down.

Curious to learn how you can improve your prospect-to-lead conversion? Use our 14 expert sales tips and tricks below.

As with listing presentations to sellers and in-person meetings with buyers, you’ll want to read your script over and over again.

Practicing your opening lines and the specific points you want to touch upon will keep you in the driver’s seat of the conversation.

2) Spend plenty of time researching your lead online.

The more you know about your leads before dialing them up, the better you can sell to them. It really is that simple.

For prospects already in your CRM, examine their lead profiles. Their buying or selling preferences can inform your first pitch.

For referrals who you don’t know much about, Google them. Check out their social media profiles. Learn whatever you can about them that’s available on the web.

Not all of this info will help your real estate cold calling strategy. But all it takes is one commonality (shared appreciation for a sports team; your kids attend the same school; etc.) to develop a bond with a lead over the phone.

3) Be prepared to answer lots of questions.

When you share the core details about your agency, you’ll want to give a brief elevator pitch:

Bring up the time on market for your listings (how long it takes you to sell)

After that, you can invite prospects to ask whatever questions they may have.

And this is when you need to be on your toes. They could ask for info on recent clients you’ve helped or request you to lay out a dozen ways you market listings.

Being prepared for anything and everything that comes your way on cold calls is essential. Keep a notepad handy so you can record any unexpected questions or requests on calls. That way, you can improve your responses over time.

4) Be ready to explain your marketing plan.

The traits you possess as an agent — savvy negotiation skills, charming personality, etc. — are important to close clients.

You need to make a great first impression with leads on the phone — and a lack of warmth can ruin that impression.

Be enthusiastic and personable on your sales calls so your prospects respond favorably and want to stick around long enough to hear your main pitch. Bonus points if you can convince them to want to meet in person.

6) Own up to the fact you’re selling to prospects.

Be transparent: Explain that, yes, it is a sales call, and, yes, you want to earn a buyer or seller lead’s business.

Prospects will be far more receptive to your real estate cold-calling scripts if you’re open, honest, and upfront with them.

Share what you already know, let them fill in the information gaps, then emphasize your desire to help them.

Every sales call comes down to you pitching leads and getting a “yes,” “no” or “not right now” from them. Be straightforward and you’ll get straightforward answers.

7) Make your self-introduction as quick as possible.

Whether it’s a lead you’ve been nurturing for months or a new prospect just added to your contacts database, be succinct with your intros.

Some agents want to share their entire brand and sales history to start each sales call. Don’t be one of these agents.

“Hi, [lead name]. [Your name] from [agency name] here. I’m a local real estate agent. How are you today?”

“Hey, [lead name]. This is [your name], a local REALTOR with [agency name]. Have a few minutes to chat?”

14) Offer several follow-up options for your leads.

Ask any top producer what their follow-up method is, and you’ll hear a comprehensive plan that incorporates additional phone calls, emails, and texts — but not all at once.

There is no one right way to follow up with a lead. However, you’d be wise to test out different approaches. Give these a try:

Whenever a lead says they’d want to chat again: Dial them up again a week or two later to determine if they’ve made any progress with their buying or selling plans.

If that lead still needs time to decide on their housing decision: Shoot them an email noting you still have interest in representing them. Share intriguing listings with buyer leads and local market stats with seller leads (e.g. figures that show it’s a seller’s market).

If that lead doesn’t respond to your email or call: Text them with a quick hello (“Hey, [lead name]. [Your name] here. Just wanted to see how you’re doing and where you’re at with your buying/selling decision. I’m available to chat whenever. Hope to talk soon!”).

Experiment with your followup, but be sure to follow the one essential rule: Space out your communications!

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I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.